It will be rolled out across TAG’s six other countries in a gradual manner “depending on local circumstances”, the operator said, replacing Mobiltel, Vipnet, velcom, Vip mobile, one.Vip and Telecom Liechtenstein in Bulgaria, Croatia, Belarus, Serbia, Macedonia and Liechtenstein respectively.

TAG said it will write down the value of its local brands, currently worth a total of €350 million, until they were phased out.

The write-down will impact its results in over the next three financial years, with the majority of the impact to take place in Q4 2017 and in Q1 2018.

The decision follows market analysis TAG commissioned, which determined that A1 could be a “powerful international brand” across traditional telecoms services and new OTT services.

According to the Brand Finance 2017 list of the world’s most valuable telecoms brands, A1 finished in 96th place globally, and 31st in Europe.